1) An individual with a high need for ________ would be most likely to place a premium on

products and services that signify success. Achievement

2) Person, object, and situational factors are the three types of influences that determine a
person's level of ________. Involvement
3) According to Weber's Law, the ________ the initial stimulus, the greater a change must be
for people to notice the change. Stronger
4) Companies that think carefully about the impact of sensations on product experiences are
practicing ________. sensory marketing
5) Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and
grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and
his choice of places to eat. He even begins to narrow down the selection of foods that he
might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and
have produced what might be thought of as an unpleasant state of arousal. Which of the
following theories best describes Seth's experience? Drive theory
6) A transaction in which two or more organizations or people give and receive something of
value is called ________. Exchange
7) When a woman buys expensive jewelry, which of the following needs is most likely being
expressed? Hedonic
8) A billboard is positioned beside a busy highway. However, the merchant that has purchased
the billboard complains that no response is being generated by his advertising message.
Upon closer inspection, the billboard company determines that the typeface used is too
small to be effectively read by a motorist going 60+ mph on the highway. Which of the
following sensory thresholds would be most appropriate to explain the failure of this
advertisement to connect with motorists? The absolute threshold
9) A relationship a person might have with a product is called ________. All of the above
10) According to the basic marketing concept, a firm exists to ________. satisfy needs
11) A stage in the perception process is ________. all of the above
12) Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on
a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the
following perceptual processes has been engaged? Exposure
13) Motivation that is driven by raw emotions is called ________. Affect
14) Age, gender, and social class are all used ________. to divide market
15) The minimum difference that can be detected between two stimuli is known as the
________. just noticeable difference
16) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her
sorority's formal event. The stores were crowded, and none of her favorite shops carried a
dress that she liked in her size. After spending hours at the mall, Jenny decided to order her
dress online and just return it if it was not exactly right. This story is an example of how
consumer behavior is a(n) ________. process
17) Mary Chen is torn between going home for the holidays to visit her parents in China or going
on a skiing trip with friends from college. Mary would love to be able to do both. Which of
the following motivational conflicts will Mary most likely experience as she makes her
decision? An approach-approach conflict
18) In its advertising, an automobile company emphasizes the fuel economy, safety rating, and
resale value of its car. The company is trying to appeal to which of the following consumer
needs? Utilitarian needs
19) Which term refers to the process by which the way a word sounds influences the listener's
assumptions about what the word describes? Sound symbolism
20) Which of the following best characterizes hedonic consumption? Kim can never buy
fashionable clothes without looking carefully at their construction and then feeling the
quality of the cloth with her fingers.
21) People buy products for ________. all of the above
22) A product that helps to establish the user's identity is called ________. self-concept
attachment
23) A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction
in price is $3. The storeowner believes that the reduction will catch the eye of the value
shopper. If the sport coat does not sell, the retailer might wish to consider which of the
following before making another price change? Weber's law
24) ________ suggests that expectations of achieving desirable outcomes—positive incentives—
rather than being pushed from within motivate our behaviour. Expectancy theory
25) Mary Nabholz travels the same way to work every day. She notices advertisements in store
windows when the ads first go up. However, after a few days, Mary no longer pays any
attention to these ads because they have become familiar. Which of the following is
affecting Mary's response to the ads? Adaptation
26) Psychographics are used to measure ________. lifestyles
27) When a product helps to establish the user's identity, the user is said to have a(n) ________
type of relationship with the product. self-concept attachment
28) Which marketing philosophy emphasizes interacting with customers on a regular basis and
giving them reasons to maintain a bond with a company's brands over time? Relationship
marketing
29) Size, color, position, and novelty are all strategies for creating which of the following?
Contrast
30) When a need is aroused that the consumer wishes to satisfy, the ________ process has been
activated. Motivation
31) According to information presented in the chapter, the implication of Maslow's hierarchy of
needs is that ________. one must first satisfy basic needs before moving to higher order
needs
32) When Coca-Cola embeds sexual images in their advertising, they are using ________.
subliminal perception
33) Because the brain's capacity to process information is limited, consumers are very selective
about what they pay attention to and tend to select stimuli that relate to their current
needs. This type of perceptual filter is called ________. perceptual vigilance
34) Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he
wishes lunchtime would hurry and arrive. He is already planning what he will eat and how
good it will taste. Which of the following processes most accurately identifies what Jake is
feeling? The motivation process
35) A retail company tracks the habits of the 100 million customers who visit it stores each week
and responds with products and services directed toward those customers' needs based on
the information collected. This is an example of ________ marketing database
36) Jill was planning on traveling over spring break, but she didn't want to spend a lot of money
on the airfare. Even though it took more time, she went online to get tickets instead of going
to a travel agent. What theory of motivation best explains Jill's behaviour? Expectancy
theory
37) Which of the following time periods is encompassed in the study of consumer behaviour? All
of the above
38) The average adult is exposed to about 3,500 pieces of advertising information every single
day, far more information than they can or are willing to process. Consumers who are
exposed to more information than they can process are in a state of ________. sensory
overload
39) If a consumer chooses not to perceive they are reaching ________. sensory threshold
40) When a product is part of a user's daily routine the user is said to have a(n) ________ type of
relationship with the product. interdependence